Robert Ashton Email & Phone Number

Pacifica, Ca, Us

California Bay Area

Consulting by Ashton offers a variety of consulting services focused on product success and commercial development. A pharmaceutical/biotech consultancy centered on strategic marketing and tactical planning/implementation, product launch and lifecycle planning, and commercial infrastructure development.

South San Francisco, Ca

South San Francisco, Ca

Developed and implemented first commercial organization for company. Accomplished full-year (2018 – last year of product ownership) goal achievement of 126% for first approved product [VIBATIV® (telavancin)]. Consistently grew respiratory product [YUPELRI® (revefenacin)] month over month to new market share highs in target audience (hospital) with 38% growth year over year (2021 vs. 2020) during pandemic, despite decline in overall respiratory market. Responsible for YUPELRI P&L with sales driving to first ever quarter of profitability for Theravance Biopharma in 2020.• A primary architect of building the U.S. commercial organization and infrastructure resulting in transformation of company from research focused to commercially focused• Recruit, develop, and manage high performing teams within organization with no commercial presence; team consistently exceeds expectations within broader organization• Set overall marketing strategy for pipeline and in-line commercial products (respiratory, neurogenic orthostatic hypotension, and anti-infective)• Launch lead for YUPELRI (partnered), marketing lead for neurogenic orthostatic hypotension program, and project team leader for commercial anti-infective• Partner cross-functionally to provide commercial assessments and strategic planning inputs for both pipeline and in-line molecules, including assessment of new indications and global markets• Develop and execute marketing strategy through multiple channelso Lead marketing team to develop brand plans and marketing campaigns for in-line product, commission appropriate market research, and allocate resources based on growth drivers within approved budgetso Consistent achievement to date of month over month to new market share highs in target audience (hospital) with 38% growth year over year (2021 vs. 2020) during pandemic, despite decline in overall respiratory market• Commercial lead for business development opportunities for approved commercial products

Developed and implemented first commercial organization for company. Accomplished full-year (2018 – last year of product ownership) goal achievement of 126% for first approved product [VIBATIV® (telavancin)]. Consistently grew respiratory product [YUPELRI® (revefenacin)] month over month to new market share highs in target audience (hospital) with 38% growth year over year (2021 vs. 2020) during pandemic, despite decline in overall respiratory market. Responsible for YUPELRI P&L with sales driving to first ever quarter of profitability for Theravance Biopharma in 2020.• A primary architect of building the U.S. commercial organization and infrastructure resulting in transformation of company from research focused to commercially focused• Recruit, develop, and manage high performing teams within organization with no commercial presence; team consistently exceeds expectations within broader organization• Set overall marketing strategy for pipeline and in-line commercial products (respiratory, neurogenic orthostatic hypotension, and anti-infective)• Launch lead for YUPELRI (partnered), marketing lead for neurogenic orthostatic hypotension program, and project team leader for commercial anti-infective• Partner cross-functionally to provide commercial assessments and strategic planning inputs for both pipeline and in-line molecules, including assessment of new indications and global markets• Develop and execute marketing strategy through multiple channelso Lead marketing team to develop brand plans and marketing campaigns for in-line product, commission appropriate market research, and allocate resources based on growth drivers within approved budgetso Consistent achievement to date of month over month to new market share highs in target audience (hospital) with 38% growth year over year (2021 vs. 2020) during pandemic, despite decline in overall respiratory market• Commercial lead for business development opportunities for approved commercial products

South San Francisco, Ca

South San Francisco, Ca

Successfully led commercialization of company’s first FDA-approved product with re-introduction of product following distribution hold by former partner. Led evaluations and recommendations for build-out of company in marketing, market analytics, sales, distribution, and sales training. Transitioned commercial organization to new company identity after separation from parent company.• Led transition of company’s first FDA-approved asset back into commercial organization following dissolution of external partnership• Created comprehensive business plan for development of commercial organization and infrastructure, including distribution capabilities, using network of external partners• Led all commercial activities including the development of business and strategic marketing plans and distribution capabilities• Spearheaded market assessment, brand positioning, and pricing analytics to determine commercialization and pricing strategies• Led cross-functional product lifecycle planning team resulting in recommendations for a focused development approach • Developed and implemented market analytics around positioning, lifecycle development areas, and price optimization• Established and implemented contracting process with key partners including wholesalers and distributors• Led public relations/communication strategy for promoted brand• Transitioned commercial organization to new company identity after separation from parent company

Founded and managed healthcare-focused consulting organization offering a comprehensive array of services including strategic planning and program development to successfully commercialize products. Each client successfully implemented recommendations with increased uptake of products.• Provided strategic review for in-line pain product and recommendation for revised approach to peer-to-peer programming resulting in increased awareness and trial of brand • Provided strategic review and recommendations for promotional speaker content for in-line medical device; client implemented new program leading to increased use of product• Developed comprehensive pre- and post-approval opinion leader development programs with products focusing on depression, pain management, and vaccines

Led cross-company marketing team composed of both ICOS and Lilly employees on launch of blockbuster brand Cialis® (tadalafil). Championed development of first-in-class indication (benign prostatic hyperplasia) resulting in patent extension and significant increase in revenue. Managed joint venture financial goals for Cialis and exceeded all sales objectives.• Developed overall global brand strategy and positioning as senior marketing member on brand management teams (U.S. and global), including achievement of superior brand equity among all targeted customer groups; provided strategic marketing direction and program implementation • Guided and managed ICOS position on all joint venture marketing and sales decisions• Led lifecycle planning process for commercialization and development of lead compound including U.S. and global market assessment for new indication• Directed recruitment and career development process for marketing colleagues including defining selection criteria; participated in recruitment and selection process for sales force

Positions of increasing responsibility: Senior Product Manager (1999 - 2000) | Manager, Initial Performance Enhancement, Cardiovascular and CNS (1997 – 1999) | Area Business Manager/District Sales Manager (1995 – 1997) | Territory Manager/Medical Specialty Representative/Area Trainer (1989 – 1995)